Relationship Marketing: Gaining Competitive Advantage Through Customer Satisfaction and Customer Retention

Предна корица
Thorsten Hennig-Thurau, Ursula Hansen
Springer Science & Business Media, 29.06.2013 г. - 462 страници
The concept of marketing and managing relationships with customers and other interest groups is at the core of marketing today. In the academic world, the topic is covered in special issues released by numerous journals (e. g. Journal of the Academy of Marketing Science, Journal of Strategic Marketing, Psychology & Marketing), and conferences and conference sessions regularly discuss the advantages of the approach. But relationship marketing is not limited to theory. On the contrary, no service firm or business-to-business company can now do without some form of long-term orientation, and all have implemented at least some elements of the relationship market ing concept. Even in the consumer goods sector, there are a growing number of cases where the traditional orientation towards brand equity is being complemented by a relational focus. As Berry has mentioned, relationship marketing is a "new old" concept. Several important aspects of relationship marketing were already being discussed in the marketing literature. This applies both to central constructs (such as customer satisfaction) and to single elements (such as the management of complaints and after-sales services). Although they do not involve explicit mention of the term relationship VI Preface marketing, a long-term orientation can be found in the network approach of industrial marketing (closely related to the work of the IMP Group), in the work of Gronroos, Gummesson and their colleagues at the Nordic School of Services Marketing and, last but not least, in the concept of customer-focused marketing.
 

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Съдържание

Preface
2
Chapter
6
Chapter
12
Integrating Corporate
15
Part
20
Fata Morgana or Realistic Goal? Managing
28
Relationship Marketing at VOLKSWAGEN
49
Effective Database Management Must be Part of Relationship
55
Information and Communication
231
International Dimensions of Relationship
269
The Internationalization of EncounterBased Relationship
287
Part F Relationship Marketing from a Services
296
Relationship Marketing and the Utilities Sector
304
Discussion
313
The Role of Relationship Marketing
319
The Close Connection Between Relationship Marketing
333

Summary and Outlook
67
Examining the Payback
89
Relationship Marketing Success Through Investments
106
Relationship Marketing Success Through Investments
127
Relationship Marketing Success Through Investments
147
Implementation in Product Design
154
Customer Relationships
164
Discussion
184
Internal Marketing and its Consequences for Complaint
193
Gaining Customer Satisfaction Through the Empowerment
217
the Customer
342
Some Critical Issues 351
350
Why Customers Build Relationships with Companies
368
Implications for Managing Relationships with Customers
386
The Limitations
414
Selected Elements of a Relationship Typology
421
Conclusions
430
Subject Index
437
Brand Company Index
447
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